Digitas LBI and C41 director Mai Iskander win the AICP Next ‘Cause Marketing’ Award for their Whirlpool ‘Care Counts.’
Every day thousands of kids miss school just because they don’t have clean clothes to wear. That’s why Whirlpool created Care Counts™, a program that works to improve attendance rates with the simple act of laundry.
Whirlpool and DigitasLBi North America teamed up to put washers and dryers in schools with a large population of disadvantaged kids. The schools identified students in need of clean clothes and tracked their laundry use over the course of a year. The results showed more than 90 percent of the identified kids increased their school attendance. Their test scores, participation in after-school activities and engagement with fellow students also showed improvement.
Production/Development Companies: C41 Media Corp
Director/Developer: Mai Iskander
Advertising Agency: DigitasLBi North America
Agency Chief Creative Officer: Ronald Ng Agency EVP, Managing Director,
Executive Creative Director: Morgan Carroll Agency EVP,
Creative Group Director: Michael Frease
Agency Creatives: Louie Calvano, Jeremy Bacharach, Chris Jansma
Producers/Technologists: Greg Lederer, Amanda Riley, Bill Heublein
Agency Technologists: Tony Bailey, Sujal Patel, Paul Lefebvre
Agency Account/Project Management: Kristine Kobe, Julie Wisniewski, Themi Psarras
Editorial Company: Cutters Studios
Editor: Kathryn Hempel
Assistant Editor: Emily Tolan